Supporting communication for pneumococcal vaccine introduction

UNICEF
Azerbaijan has provided technical assistance on communication to the Ministry
of Health (MoH) for the upcoming PCV10 introduction. The first phase of the
support included a consultancy to conduct small-scale formative research and a
series of in-depth interviews to identify knowledge, attitudes and practices
about immunization in general and PCV in particular. Key informants of the
research were mothers of children less than two years of age, mothers refusing
vaccination for their children, mothers-in-law, health providers from state run
and private clinics, representatives of media and Non-governmental
Organizations. Findings revealed a growing number of parents questioning the
necessity or safety of vaccines, the traditional role of grandmothers in decision-making
in the family, lack of information about PCV among the public, the role health
workers as the key source of information, the increasing role of the private
health sector, and the tendency of media to focus mainly on the negative news
about vaccines as key issues contributing to children remaining unimmunized.

Based
on the research findings, a communication strategy for the smooth introduction
of PCV as part of the routine immunization programme was developed with the
national focal persons, as well as key messages for each target group.
Informational materials for parents, doctors and journalists have been prepared
for printing and dissemination.

The
strategy also includes longer-term activities aiming to strengthen the health
communication capacity of the government institutions, such as the
establishment of a communication unit and regular communication mechanisms with
the public and media. Also based on the high internet access in the country,
MoH will be supported to improve its website providing credible information
sources to the public on vaccines and immunization.